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2020年全球网络消费者指数报告(全文)

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下面是小编为大家整理的2020年全球网络消费者指数报告(全文),供大家参考。

2020年全球网络消费者指数报告(全文)

 

  5

 I N TR O D U C TI O N

 6

 WHY

 RE A D

 T H I S

 RE P O R T

 7

 10

 G L O B A L

 H IG H L IG H T S

 8

 S U R V E Y

 F IND IN G S

 24

 KE Y

 T A KE A W A YS

 26

 R E G I ON A L

 S POT L I G H T S

  34

 M E T HODOL O G Y

 4

 M A RK E T I NG

 I S

 L I K E A

 F I R S T D A T E . I F

 Y O U ON L Y T A L K A BO U T

 Y O U R S E L F,

 TH E R E W ON ’ T

 B E

 A

 S E C ON D

 ON E .

  W e

 live in

 an

 age

 when

 technology

 empowers us

 to

 deliver

 highly personalized

 e xperiences, but

 doing

 so

 necessita tes

 tha t

 we

 give

 up

 some of

 our

 privacy .

 Af ter

 all,

 to

 be

 known

 r equires tha t

 you

 let

 yourself be

 known.

  Br ands

 and

 consumers

 ar e

 e xploring

 new territory;

 consumers

 e xpect

 br ands

 to

 know them,

 yet

 ar e

 wary

 about

 privacy .

  T his

 signals tha t

 businesses

 have

 mor e

 work to

 do

 to

 truly understand

 just

 how ,

 when,

 wher e,

 and

 to

 wha t e xtent

 consumers

 want

 them

 to

 get

 close.

 Wha t ’ s

 friendly and

 helpful?

 Wha t"s

 intrusive or

 cr eepy?

 How

 close

 is

 too

 close

 and

 when is

 it

 too

 soon to

 get

 close?

 T his

 is

 something, as

 an

 industry ,

 tha t

 everyone

 is

 trying to figur e

 out:

 how

 do

 you

 balance

 privacy

 and personaliza tion?

  It"s

 also

 k ey

 to

 align

 marketing,

 sales,

 and service

 to

 cr e a te

 a

 unified

 and

 complete customer

 e xperience.

 And

 ther e

 is

 no

 shor tage of

 challenges

 for

 businesses:

 rising

 consumer expecta tions,

 da ta

 silos,

 r esour ce

 and

 time constraints,

 the

 ability

 to

 pr ove

 ROI,

 comple xity of

 technologies

 and

 connecting

 many

 dif fer ent pla tforms

 ---

 the

 list

 goes

 on.

 Unless

 br ands maximize

 every

 moment

 with

 consumers,

 they risk

 losing

 out

 to

 a

 competitor

 who

 does

 it

 well.

  It ’ s

 time

 to

 think

 dif fer ently

 and

 challenge the

 sta tus

 quo,

 including

 how

 your company utilizes

 social

 media

 marketing,

 your privacy

 assumptions, and

 just

 wha t

 personaliza tion can and

 should feel

 lik e

 to

 consumers.

  Naviga ting this

 comple x

 journey

 is

 e asier when you

 ask

 questions and

 listen

 dir ectly

 to

 wha t consumers

 have

 to

 say .

 T he

 second

 edition

 of

 our

 Selligent

 Global

 C onnected

 C onsumer Inde x

 pr ovides

 insight

 into wha t

 consumers think

 today

 about

 personaliza tion,

 privacy , social

 media,

 and

 emer ging technologies

 – and

 how

 br ands

 mak e

 them

 feel.

  I

 invite

 you

 to

 have

 a

 look and

 r ethink

 how

 you can

 strik e

 the

 right

 balance

 between

 privacy and

 personaliza tion,

 to

 deliver

 consumer

 value and

  the

 ultima te

 customer

 e xperience.

  JOHN

 HERNANDEZ CEO ,

 Selligent

 C US TOM E R E XP E R IE N C E

  [ CX ]

 enc o mp a ss e s

 e v er y

 t o uc hpo i n t

 c o n s u mer s

 ha v e

 w i t h

 y o u r

 b r and

 – f r o m

 t h e

 a d s

 t h e y

 s ee ,

 t h e

 e m a il s

 t h e y

 r e c e i v e ,

 h o w

 e a s y

 i t

 i s

 t o

 u s e

 y o u r a pp

 a n d

 we b s i te ,

 i n- s t o r e

 a m b i e n c e ,

 i n te r a c t i o n s

 w i t h

 s t aff –

 t o

 h o w p l e a s a n t l y

 ( a n d

 q u i c k l y )

 a b u s i n e ss

 r e s o l v e s

 a n

 i ss u e

 –

 t h e

 s u m

 o f a ll

 t h e p ar t s

 c r e a te s

 t he

 w h o le

 e x p er i enc e .

  5

 WHY RE A D TH I S R E POR T

 T o d a y ’ s

 co nn e c t ed

 co n s u m e r

 e x pe c t s h i g h l y

 p er s o n a liz ed

 e x p er i enc e s

 t ha t f ee l

 e ff o r t l e ss

 a n d

 t h a t

 r e s pe c t

 h i s

 o r h e r

 p r i v a c y .

  B UT HO W

 DO YO U S TR I K E

 TH I S B AL AN C E ?

 In

 t h is

 r e p o r t,

 u n c o ve r

 h o w

 c o ns u m e r s f e el

 a bo u t

 t h e

 wa y

 b r a nds a r e

 u si ng s o c i a l

 m e d i a ,

 v o i c e - e n a bl e d

 d ev i c e s ( “ v o i c e

 as s is t a n t s ”) ,

 a n d

 w h a t

 t h e y

 fi n d h e l p f u l

 ve r s us

 c r ee p y

 w h e n

 i t

 c om e s

 to p er s on a li z a t i on.

  U s e

 t h is

 i n fo r m a t i o n

 to

 i n fo r m

 y o u r

 o w n c om p a n y ’ s

 s t r a t e g y

 a n d

 fi n d

 o u t

 h o w A I - p o w e r e d

 p l a tfo r ms c a n

 h e l p

 y o u c r e a t e

 u l t r a - p er s on a li z e d

 e x p er i en c e s t h a t

 a r e

 r e l ev a n t

 a n d

 m a x i m i z e

 eve r y mo me n t

 w i t h

 y o u r

 c o n su me r s .

  6

 71%

 b e per i s im

 ex p e c t c u s t om er

 71%

 s e r v i c e

 t o

 r

 k n o w

 the i

 s to r y

 a f t e r

 fir s t

 c o n t a c t

 R I S I NG

 C US TOM E R

 E X P E C T A T I ON S

  ex p e c t

 b r a n d s t o

 re s po nd w i t h i n

 24

 h o u r s o f

 a

 fl a gg e d i ss ue

 ex p e c t

 a r e s olu t i on w i t h i n

 24

 h o u r s

 P E R S O N A L I Z A T I O N

 A N D

 C X

  li e v e s o n a liz at i o n

 v e r y p or t a n t

  51%

 a r e

 w illi n g

 t o s h are

 per s o n a l d at a

 f o r

 mo re p e r s o nal iz e d

 C X

 45%

 u s e v oic e

 as si s t a n t s

  C HAN G I N G

 P R IV A C Y - D R IVE N

 B E HA VI O R S

 74%

 s ay

 p r i v a c y

 i s m or e

 im p or t a n t t h a n

 onl in e e x per i en c e

  41%

 red uc ed

 s oc i a l m e d i a

 u s a ge d u e

 t o

 p r i v a c y c o n c e r n s

  51%

 w o rr y

 v o i c e as si s t a n t s are

 li s t en i n g w i t hou t c o n s e n t

  69%

 fi n d

 i t

 c r ee p y w hen t he y

 rec e i v e a d s

 f r om

 v o i c e

 as si s t a n t s

 b ase d

 o n u np r omp t e d

 c u e s

 7 10

 G L O BA L H IG H L IG H T S

  90%

  96%

 S U R V E Y

 FI N D I N G S

 P R I V A C Y

 A N D P E R S ON A L I Z A T I ON : T H E

 V A L U E

 E X C H A N G E

 P e r s o n a liz a t i o n

 t h a t

 h o n o r s

 a n d

 r e s pe c t s

 co n s u m e r s ’

 de s i r ed

 l e v e l

 f o r

 p r i v a c y

 i s

 t h e

 k e y

 t o de li v er i ng e x p er i enc e s

 t ha t

 f ee l

 “j u st

 r i g h t ”

 t o co n s u m e r s .

 C o n s u m e r s

 a r e

 w illi n g

 t o s h a r e mo r e

 p er s o nal

 i n f o r ma t i o n

 i n

 e x c hange f o r

 a p er s o n a liz ed

 e x p er i enc e

 t ha t

 f ee l s

 r i g h t .

  a r e

 w il lin g

 t o

 sh a r e p er s on a l

 d e t a i l s

 f or a

 m o r e

 p e r s o n a l i z ed e x p e r ie nce

 57 %

 51 %

 18-24

  25-35

  36-54

 55-75

 T h ou g h

 mor e

 pr i v ac y - w a r y , y ou ng e r

 g e ne r a t i on s

 a r e

 mor e w i ll i ng

 t o

 s h a r e

 p e r s on a l

 de t a i l s i f

 i t

 me a n s

 g e tt i ng

 a

 mor e p e r s o n al i z e d

 ex p e r ie n ce .

  T AKE A C TION

 8

 T ailor responses

 and

 personalize inter actions

 to

 maximize

 consumer engagement.

 P r ovide

 value in

 e x change for personal

 information to impr ove customer

 sa tisfaction

 and

 loyalty .

 56%

 38%

 51%

 C o n s u me r s

 a r e a d j us t in g

 t h e ir s o c ia l

 m ed ia b e h a v ior

 d ue t o

 pr i v ac y c o n c e r n s .

 T h e

 y o un g er

 t he

 c o n s umer , t h e

 mo r e

 so c i a l

 me d i a - a ver s e . I n

 t h e

 l a s t

 12

 m o n t h s :

  4 1%

 h a v e

 r ed u c ed

 s o c i a l

 m ed i a u s e

 d u e

 t o p r i v a c y

 co nce r n s

  3 2%

 h av e

 qui t a t

 l e a s t

 o n e

 s o c i a l

 m ed i a p l a t f o r m d u e

 t o p r i v a c y

 co nce r n s

  Soc i a l

 m e d i a

 p l a t f o r m s ab and o ne d :

 40%

 17%

 18%

 16%

 9%

  9

  25-35

 36-54

  R E DUCE D

 s o c i a l

 m ed i a u s e d u e

 t o p r i v a c y

 co nce r n s

  52 %

 18-24

 Q U IT

 a t

 l e a s t

 o n e

 s o c i a l

 m ed i a p l a t f o r m d u e

 t o p r i v a c y

 co nce r n s

  43 %

 48 %

  43 %

 39 %

  28%

  28 %

  55-75

 16 %

 It ’ s

 important to

 note tha t while privacy

 concerns

 ar e rising,

 it is

 not enough to curb

 social

 media

 usage over all,

 as

 close

 to

 two-thir ds of r espondents

 have

 not changed their habits.

 T AKE A C TION

 Addr ess

 privacy

 concerns,

 be

 cognizant of consumers’

 age

 group

 and

 pr eferr ed social

 channel,

 and

 drive social

 str ategies accor dingly .

 10

 T H E

 G D P R

 E FF EC T :

 A RE G I O N A L

 C O M P A RI SO N

  W i t h

 t h e

 f o c u s

 o n

 t h e

 G e n e r a l

 D a t a P r o t e c t i o n

 R eg u l a t i o n

 (G D P R ) i n

 E u r o pe

 o v e r

 t h e p a s t

 co u p l e

 o f

 y e a r s ,

 o n e

 m i g h t

 e x pe c t

 E u r o pe a n

 r e s p o n de n t s

 t o be

 mo r e

 co nce r n ed a bo u t

 p r i v a c y

 a n d

 s o c i a l

 m e d i a

 u s e .

 H o w e v e r ,

 t h e

 s t u d y

 r e fl e c t s

 s i m il a r

 s e n t i m e n t

 a n d be ha v i o r

 p a tt er n

 c hange s

 a c r os s

 r eg i o n s .

  social media

 due to

 privacy concerns

 40%

  43%

 31%

  33%

 social media

 due to

 privacy concerns

  F A CEBOOK INS T A GRAM TWITTER SNAPCH A T

 O THER

 T AKE A C TION

 Mark eters

 must

 understand consumers’

 privacy

 concerns

 mor e

 than simply adhering

 to

 privacy

 r egula tions.

 P r ovide

 tr anspar ency

 into the

 da ta

 tha t ’ s being

 collected and

 why ,

 and

 r etain

 only

 da ta

 tha t

 adds

 value to

 the customer ’ s

 e xperience. 11 R E DUCE D

 Q U IT

 10%

 8%

 18%

 14%

 20%

 15%

 14%

 20%

 38%

 43%

 EUROPE

 NOR TH

 AME RIC A

 EURO PE

 NOR TH

 A MERIC A

 12 V O IC E

 A SS I S T A N T S

 A RE A

 C A US E

 F OR

 C ON CE R N

 T h e

 u s e

 o f

 v o i ce

 a ss i s t a n t s

 a n d

 de v i ce s s u c h

 a s

 A pp l e ’ s

 S i r i ,

 A ma z o n ’ s

 A l e x a ,

 a n d Goo g l e

 H om e ,

 i s

 g r o w i n g

 a n d

 s o h a v e co nce r n s

 a b o u t

 t h e s e

 de v i ce s

 i m p r o pe r l y li s t e n i n g

 t o co n v e r s a t i o n s .

  o f

 g l ob a l r e s po n d e n ts

 u s e v o ice

 a ss i st a n ts

 T AKE A C TION

 P rivacy

 is

 a cle ar

 concern

 and

 one

 tha t

 consumers

 ar e

 willing

 to

 change their online behavior to

 addr ess.

 Be

 pr oactive

 and

 openly addr ess

 these

 concerns

 to continue

 to

 build

 trust.

 T his

 becomes even mor e

 critical

 as

 you

 need

 mor e,

 not less,

 da ta

 to

 deliver

 the

 personalized e xperiences

 your

 consumers

 e xpect. 12 Nor th America

 51%

 Italy

 49%

 Spain

 47%

 UK

 F r ance Germany

 43%

 43%

 41%

 Belgium

 36%

 Netherlands

 28%

 45%

  o f

 g l ob a l

 r e s po n d e n ts w o rr y

 t h a t

 t h e i r

 v o i c e a ss i st a n ts

 a r e

 l i st e n i n g t o

 t h e m w i t h ...

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